'21 May SalesDon't move the goal post, that's what you tell people all the time right? I agree Ford is targeting profit margin instead of volume with Bronco Sport which has an uniquely high starting MSRP so Ford is probably never going to win the sales contest.
But we are talking about sales. This is a sales thread and Escape and Bronco Sport are two different size vehicles each with its own set of competitors.
Honda and Hyundai are notably the only mainstream brand with only one compact CUV (GMC too but it is in the Buick showroom so Buick has it covered). Everyone else has a C-short and C-long entry. So let's compare apples to apples. If you want to combine C-short and C-long on Ford's ledger, then combine them for everyone else.
Here is the list of all the competitors. I will even include the starting MSRP of the base model and top trim so we can all keep eachother honest.
Compact Short CUV starting MSRP without additional options
Buick Encore GX Preferred FWD is $25k and Essence AWD is $32k
Chevy Trailblazer LS FWD is $23k and RS AWD is $28k
Ford Bronco Sport AWD is $27k (no FWD version) and Outer Banks AWD is $32k
Jeep Compass S FWD $24k and Limited AWD is $31k
Kia Seltos LX FWD is $22k and SX Turbo AWD is $28k
Mazda CX-30 S FWD is $22k and Turbo Premium plus AWD is $34k
Mitsubishi Eclipse ES FWD is $23k and SEL AWD is $29k
Nissan Rogue Sport S FWD is $23k and and SL AWD is $30k
Subaru Crosstrek AWD is $22k (no FWD version) and Hybrid is $35k
Toyota Corolla Cross [new, no pricing yet]
VW Taos S FWD $23k and SEL AWD is $33k
The magic number in this segment is $23k - that's where most of them start with a FWD base model. You can see above that Bronco Sport has a high starting MSRP due to lack of FWD version, but the Outer Banks is pretty much in line with competitor's fully loaded AWD entries at low $30k range. Arguably, Ford is going use Maverick to go after the $23 FWD part of this segment but for the moment, Bronco Sport is only competing at the pricey end of this segment. And doing a good job of it!
Compact Long CUV starting MSRP without additional options
Buick Envision Preferred FWD is $35k and Avenir AWD is $43k
Chevy Equinox L FWD is $25k and Premier AWD is $34k
Ford Escape S FWD is $26k and Titanium AWD is $36k (Titanium PHEV FWD is $39k)
GMC Terrain SL FWD is $26k and Denali AWD is $38k
Honda CR-V LX FWD is $25k and Touring AWD Hybrid is $36k
Hyundai Tucson SE FWD is $25k and Limited AWD Hybrid is $40k
Jeep Cherokee Latitude FWD is $27k and High Altitude AWD is $39k
Kia Sportage LX FWD is $24k and SX Turbo AWD is $35k
Mazda CX-5 Sport FWD is $25k and Signature AWD is $39k
Mitsubishi Outlander ES FWD is $26k and SEL AWD is $35k (GT PHEV is $42k)
Nissan Rogue S FWD is $26k and Platinum AWD is $37k
Subaru Forester AWD os $25k (no FWD version) and Touring AWD is $35k
Toyota RAV4 LE FWD is $26k and Limited AWD Hybrid is $39k (Prime PHEV AWD is $38k-$42k)
VW Tiguan S FWD is $25k and SEL R-line AWD is $40k
Here the picture is a lot more clear... everyone basically starts at $25k and end at around $40k. And yes, I think it is fair to point out that almost everyone is growing volume except Ford. Don't use cutting back fleet sales as an excuse... that's a false pretense. CR-V and RAV4 didn't double the sales from 2016 to 2021 by going after Ford's rental sales. CX-5 and Forester didn't pass Ford by stuffing Enterprise with their CUVs. No, Ford got beat and beat badly when it left Escape without update for too long and its retail customers went elsewhere and they haven't come back.Fri, 04 Jun 2021 22:09:36 +0000
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